Whether you’re a new business owner, handling the marketing for a company or just you’re trying new ways to reach out to your local customers, direct marketing is a great way to bring in new business.
Like anything new, we know it can seem a little daunting if you’ve never tried your hand at it before. That being said, part of what makes direct mail advertising so appealing is you can achieve great success at an affordable cost.
But, to do that you need to know a few things first, which is why we put together a quick and easy guide to get you started.
Get to know the conversion rate. Before you start sending direct mail to your local consumers, manage your goals and expectations. Direct mail has a response rate of around 4.4%. By comparison, email conversion rate is just 0.12%.
Keeping that 4.4% in mind you’ll need to consider what size group you’ll send your mailing to in order to achieve the results you want. It is also a good benchmark to use as you track the effectiveness of your campaigns to let you know if change is needed.
What is your brand messaging? All direct mail ads need to be consistent – in the message and body of each ad and across multiple ads. This consistency is key to getting customers familiar with your brand so they take action when they see your ad.
Grab the consumer’s attention. Use a compelling headline to draw consumers into your mailer. Make sure the headline clearly conveys the benefit to the reader. The perfect headline identifies the offering and the value it provides at a quick glance. Match it with an illustration that reinforces this benefit.
Focus on the offer. The offer is just as important as you think it is. It should focus on a popular product with wide appeal to maximize success. The offer should also be appropriate to the product or service it relates to. For example, some products are better matched with a $ off instead of % off. Don’t worry, that is what your local Valpak reps are here for – to help you figure all of those details out.
It’s a marathon, not a sprint. Direct mail gets better with time. Your cost-per-lead drops and you see increased success. So know that you shouldn’t send just one mailer if you expect to reap the true benefits of direct mail.
What questions do you have about getting started in direct marketing?